Representing Blackness in Brazil's Changing Television Landscape
Total Page：16
File Type：pdf, Size：1020Kb
Carter, Eli L. 2018. Representing Blackness in Brazil’s Changing Television Landscape: The Cases of Mister Brau and O Grande Gonzalez. Latin American Research Review 53(2), pp. 344–357. DOI: https://doi.org/10.25222/larr.330 LITERATURE AND CULTURAL STUDIES Representing Blackness in Brazil’s Changing Television Landscape: The Cases of Mister Brau and O Grande Gonzalez Eli L. Carter University of Virginia, US [email protected] Since the late 1960s TV Globo, Brazil’s largest and most commercially successful broadcast network, has been producing long-form serial narratives known as telenovelas. Followed by millions of domestic viewers and exported to more than 130 countries worldwide, these melorealist serials have served as a primary source for what it means to be Brazilian in both the domestic and global social imaginaries. A number of excellent studies, however, have shown that the country’s most important fictional television genre has historically underrepresented Brazilians of color while at the same time producing a symbolic good that emphasizes whiteness as the ideal social marker. This article shifts the focus from the telenovela to an examination of the series, an emerging and understudied area of Brazilian television fiction. By analyzing representations of blackness in two contemporary Brazilian serial comedies: Mister Brau (TV Globo, 2015–) and The Great Gonzalez (O Grande Gonzalez, Fox Brasil and Porta dos Fundos, 2015), the article reveals the initial stages of recent developments that have the potential to significantly alter both the field of television production and the way Brazil is portrayed on the small screen. Desde o final da década de 1960, a TV Globo, a maior e comercialmente mais bem-sucedida rede de televisão do Brasil, vem produzindo telenovelas. Seguidos fielmente por milhões de telespectadores domésticos e exportados para mais de 130 países no mundo, esses melodramas realistas ao longo dos anos se transformaram na ficção televisiva brasileira por excelência, além de servir como a principal fonte para a construção do que significa ser brasileiro, tanto no imaginário social local como global. Alguns estudos excelentes mostraram que o gênero televisivo ficcional mais importante do país tem historicamente sub-representado brasileiros de cor e, ao mesmo tempo, produzido um bem simbólico que enfatiza a branquitude como o marcador social ideal. Este artigo desloca o foco da telenovela para uma análise de séries, um gênero emergente e pouco estudado da ficção televisiva brasileira. Abordando as representações do negro em duas comédias seriadas brasileiras contemporâneas, Mister Brau (TV Globo, 2015–) e O Grande Gonzalez (Fox e Porta dos Fundos, 2015), o artigo revela as fases iniciais de recentes transformações que têm o potencial de alterar significativamente tanto o campo de produção de televisão como a maneira pela qual o Brasil é retratado na tela pequena. For more than five decades TV Globo, Brazil’s most profitable and most watched broadcast network, has been producing long-form serial narratives known as telenovelas. Ardently followed by millions of domestic viewers and exported to more than 130 countries worldwide, throughout the years these realist melodramas have become Brazilian television fiction par excellence while also serving as a fundamental point of departure for the construction of Brazilianness in the domestic and global social imaginaries (Kehl 1986, 289; Borelli and Priolli 2000, 32; Hamburger 2005, 30, 57; Grijó 2010; Porto 2012; Rosas-Moreno 2014). Nonetheless, a number of studies have shown that the country’s most important fictional television genre has historically underrepresented Brazilians of color while at the same time producing a symbolic good that emphasizes whiteness as the ideal social marker (Silva 1999; Araújo 2000; Grijó and Sousa Carter: Representing Blackness 345 2012; Joyce 2012; Mitchell 2013; La Pastina, Straubhaar, and Sifuentes 2014; Simpson 1993; Sovik 2004; Dennison 2013). In his seminal work Communications, Culture, and Hegemony (1993), Jesús Martín Barbero contends that the characteristic melodrama of the Latin American contemporary telenovela provides a language for the popular forms of hope. Barbero (1993, 240) argues that the melodramatic telenovela serves as a mediating link between past and present popular culture, allowing the people as a mass to recognize themselves as authors of their own history. While Barbero’s argument is convincing, especially at the level of the nation or of Latin America as a whole, within the Brazilian context the “estética sueca” (Swedish aesthetic) or “vast sea of whiteness” that broadly characterizes television production suggests that a significant portion of the “people as a mass” is capable of recognizing itself only insofar as it does not take into consideration matters of race (Araújo 2000; Joyce 2012, 15). Indeed, lending further support to Joel Zito Araújo’s landmark study of the under- or misrepresentation of Afro-Brazilians in telenovelas between 1963 and 1997, and to Wesley Pereira Grijó and Adam Henrique Freire Sousa’s examination of the same topic in telenovelas during the first decade of the twenty-first century, a recent quantitative analysis of race and gender in TV Globo’s telenovelas from 1995 to 2014 from the Federal University of Rio de Janeiro’s Multidisciplinary Studies of Affirmative Action Research Group (Grupo de Estudos Multidisciplinares da Ação Afirmativa, GEMAA) found that, on average, white actors and actresses played 90 percent of the central characters while black and pardo (brown) actors and actresses played a paltry 10 percent of such roles (Campos, Candido, and Feres Jr. 2014). Such unequal representation in Brazil’s most accessible, widely consumed, and exported symbolic good is striking, particularly when one considers that, according to the most recent census from 2010, blacks and browns (pardos) make up 50.8 percent of the country’s total population (IBGE 2010).1 Thus, although Araújo (2000, 310) optimistically concluded his book by pointing to encouraging signs of a movement toward more equal representation, these recent numbers suggest more of the same in portrayals of Brazilians of color in TV Globo’s telenovelas. Nonetheless, a shift in focus from the telenovela, which has been covered by a number of excellent studies, to an examination of the series, an emerging and understudied area of Brazilian television fiction, reveals recent developments that have the potential to significantly alter both the field of television production and the way Brazil is portrayed on the small screen.2 Since the late 1990s Brazilian television has slowly undergone a move away from the broadcast network model toward one characterized by the appearance of increased viewing options, distribution platforms, and the rise of new narrative formats. Indeed, by 2015 the ongoing transformation had accelerated to such an extent that some began to view the network era as nearing the end of its six decades of dominance, going so far as to declare that Brazilian network television was dead (Goes 2015). Moreover, just as TV Globo’s telenovela audience sizes were contracting, the Brazilian pay television sector demonstrated significant growth. In 2004, a paltry 4 million homes subscribed to pay television, and by 2010 that number had still only reached 9.8 million. However, industry projections estimated that the total number of subscribers would be an unprecedented 21 million, or 30 percent of all households, in the coming years (Altberg 2016, 126). Many factors have played a role in ushering in a still developing post-network era and in the broader challenge to TV Globo’s long-standing dominance as the preeminent source for television fiction in Brazil. The most important factor has been Law 12.485 (more commonly known as the Pay Television Law), which was passed on September 12, 2011. In addition to paving the way for global telecommunications companies to enter the distribution market, Law 12.485 was designed to stimulate market competition by eliminating barriers to the entrance of foreign capital, to foster diversified representations of Brazilian culture and strengthen the local independent production sector, and to expand access to pay television to those individuals outside of the country’s most affluent A and B classes. To this end, Law 12.485 established quotas that require one Brazilian pay television channel for every three international channels. Additionally, the law stipulates that international pay television channels must broadcast a weekly minimum of three and 1 According to data from Brazil’s most recent census from 2010, approximately 90 million of the country’s total population of about 177 million self-declared as being black or brown. In his analysis of the consistency rates of racial self-reporting by Brazilians, Edward Telles (2004, 90) argues that respondents and interviewers are “more able to agree on who is white than who is brown or black, which demonstrates that the white-non-white distinction is the most conceptually clear racial divide in the minds of Brazilians.” This lends support for collapsing “the brown and black categories into a single category,” that of color, represented here as 50.8 percent of the total population. 2 I am using the term “series” in the broadest sense to include situational comedies, serial comedies, and serial dramas. Importantly, unlike the open-ended and narratively dynamic telenovelas, series are constructed around seasons and are shot in their entirety prior to going to air. Though the series picked up some steam in 1979, when TV Globo and TV Tupi released seven series between them, historically Brazilian television fiction has centered largely on the telenovela, miniseries, and one-off specials. 346 Carter: Representing Blackness a half hours of prime-time content created by Brazilian production companies.3 Of these three and a half hours, one and a half hours of content must come from Brazilian independent production companies.4 In short, the law is intended to ultimately increase competition, production, distribution, and consumption within the Brazilian pay television sector.